El impacto de la desinformación en la gestión de marca
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https://doi.org/10.17979/redma.2025.29.1.11638Resumen
En la era digital, la desinformación desafía la credibilidad de las marcas, erosionando reputación y confianza del consumidor. Este artículo analiza el impacto de tácticas manipulativas como el greenwashing, que ofrecen beneficios inmediatos, pero deterioran la lealtad a largo plazo. A través de un enfoque cualitativo respaldado por datos cuantitativos, se examinan casos de marcas globales para evaluar cómo las estrategias éticas y de transparencia pueden mitigar estos efectos. Los resultados revelan que, mientras las tácticas desinformativas dañan la percepción del consumidor y el valor de marca, el branding ético y la transparencia fortalecen la confianza y fomentan relaciones sostenibles. La coherencia entre valores y acciones se destaca como clave para diferenciarse en mercados saturados. Se concluye que la autenticidad y la responsabilidad corporativa son esenciales para consolidar la credibilidad y generar lealtad duradera, posicionando la sostenibilidad y la transparencia como pilares estratégicos frente a la desinformación.
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